Data culture management

Digital Transformation and Data Culture are two of the concepts that have emerged from the technological circles that large companies currently pursue the most. Companies have realized that through the enormous amount of data generated in the global digital ecosystem can be known and, therefore, guide the habits of billions of consumers.

Managing data properly requires a cross-sectional data culture

It is an essential premise to be able to digitally transform a company, that is to say, to be in the same digital place and level as the people who consume your products and services.

It is believed that tackling this task is based solely and exclusively on the integration of technological solutions that help us to analyse the data, generally declared and transactional data of users (and this in the best of cases). But in this way we are starting the process at the end, which usually generates not only frustration but also useless investments and superficial results that do not allow us to transfer the analysis to business operations.

Technology Fails or Management Fails?

Failure to properly manage data in an organization is not a failure in the tools used is a failure of the management itself.

Among the companies that want to follow this path to become a Data Driven Company, both in the management of processes and in the ideation of their products and services for the end consumer, we find that most invest in the surface without having aligned the bases that allow the data to activate the levers necessary to reach the ordinary citizen. The symptoms of this tend to be confusion in the indicators, ignorance of the origin of the data, disintegration, an isolated IT department and advancing without understanding the problems of each department, irrelevant dashboards for inaction … boredom in general and the feeling of having invested a lot to sell the same.

At this point, or before reaching it, the strategy should be rethought

Stop and focus on the objective that the investment made is useful and culminates in the generation of business.

For this, it is necessary, first of all, to involve all departments that have directly or indirectly something to do with the consumer. Identify each one’s business needs and what their operations are in order to activate the market. A methodology based on the analysis of objectives, opportunities, initiatives and requirements. Create a Data Driven Business Matrix© that involves all data users in the process.

“It is necessary, first of all, to involve all departments that have directly or indirectly something to do with the consumer”

Identify key profiles and involve them

A methodology to help identify key profiles to support the operation of data-driven processes. It is essential to involve them in the identification of suitable metrics and to make them participants in the necessary technology. They will be the ones who will have to make the investment profitable and achieve the return using the necessary tools.

With the right staff and attitude we must make the data available for the business objectives. These objectives will help us find areas of opportunity on which to work to design initiatives that transform the company.

Applying this methodology will align the corporate structure with the needs of customers by adapting their consumption habits to the development of products and services.

Dealing conveniently with our customers’ transactional and declared data with a focus on objectives and with the levers implemented to propagate them along the value chain is the key to data-driven digital transformation. Achieving the implementation of these processes and ensuring that the habits, attitude, skills and training of all employees are in line with them is a management success towards data culture.

You can see examples of this process and its results in our portfolio.

Alvaro García

CRM & Data Marketing Projects Director in Genetsis Digital

Alvaro García

CRM & Data Marketing Projects Director in Genetsis Digital



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